1. Alexis Daniels
May 20, 2015
MCS 429
Writing Assignment 2
As a current college student I understand why wanting to expand your target
market to college students could be a big advantage for any retailer. However, it can be
tricky targeting more than one demographic in the same area and pleasing more than
one age range just as well. Today’s consumer wants to have a shopping experience
that is catered just to them. That is why I propose that the store be split up.
I believe that in order to keep both current and potentially new customers happy,
the best option is to open up a new store in the surrounding area as previously
considered. The two stores would allow for a wider consumer range not just for college
students but for all ages that the store caters to. The original store should remain pretty
much the same with a few changes. This is so that we do not upset or confuse current
customers in anyway. You want them to feel like it is still the same store but with a few
minor upgrades. The current stores main focus is to attract all women from 17-45. Also,
the new stores main focus will be the older end of the current demographic mainly due
to its distance from the college campus and students. This is also because women that
are older and more established in life as well as finances are more willing to make that
drive for quality clothing, whereas a college student will forgo something for miner
reasons such as distance. In order to focus on the college demographic I suggest that
you promote the school’s sports teams/mascot and school colors along with that.
Implementing the schools colors is a major step in really grabbing the college
student’s attention. My first suggestion to how one could do this is by simply selling t-

2. shirts. Unique shirts from a different company, such as Mr. P’s Tees in Ruston, LA., are
a big seller. The students want something they have not seen all over campus, styles
and designs that are not accessible to everyone, and to stand out on game nights.
Advertising should be done in the window of the store, bulletin boards around campus,
and sponsoring some of their activities in conjunction with other local stores. Sponsoring
activities will usually get the stores name on the back of t-shirts made for the event; this
will help bring in not only college students but people like their parents, and teachers.
These groups such as parents and teachers are a part of the current customer age
range and this will help keep current customers; they will unknowingly market for you by
word of mouth. As they shop there, there friends will too and chances are that they
already know people that shop there, they just haven’t went in themselves. If by chance
the current customers are put off by the new and younger customers, the new older age
range customers will be more likely to stay with the store due to a growth in the age
range customers for them as well. Last but not least, social media is a great way to
reach the students you are looking for; making a page for the store on Facebook and
Instagram alone are two major outlets for people in this age range.
I believe expanding this stores target market is a great idea for many reasons.
Not only will it make you more money but it will be good for the town. By expanding your
focus to college students it will bring the store many opportunity’s through the school
itself and through the community.

3. References
Skalleberg, A. (2012 June, 12). Five Tips for Effectively Marketing to College Students.
Retrieved May 20, 2015 from,
http://www.marketingprofs.com/articles/2012/8273/five-tips-for-effectively-
marketing-to-college-students#ixzz3amW3XEbs
How to create a large customer base when you run a small business. Retrieved May 20,
2015 from,
http://www.businessknowledgesource.com/smallbusiness/how_to_create_a_larg
e_customer_base_when_you_run_a_small_business_024747.html
Expand with New Market Development. Retrieved May 21, 2015 from,
http://www.bbt.com/bbtdotcom/business/small-business-resource-
center/growing-a-business/expand-with-new-market-development.page